How Reformation Communicates Sustainability Messages in its Email Marketing

Since its launch, Reformation has faced a persistent push-and-pull dilemma in its marketing strategy: How frequently, and in what ways, should customers be reminded that the fashion brand practices sustainability? What should come first: the product or the message?

“We always try to weave [our sustainability practices] into everything we do,” said Yael Aflalo, Reformation’s founder and CEO. “But there are certain moments where it’s not relevant, like an announcement that a dress is back in stock. Is that an opportunity to talk about sustainability? Not really. But we like to include it wherever it does make sense, and we’re always thinking up new ways to do that. Hammering in how our production saves water gets repetitive.”